#SESSF The Convergence of Search Social and Content Marketing
 

#SESSF The Convergence of Search Social and Content Marketing

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Arnie Kuenn's presentation from SES San Francisco on 8/15/12.

Arnie Kuenn's presentation from SES San Francisco on 8/15/12.

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#SESSF The Convergence of Search Social and Content Marketing #SESSF The Convergence of Search Social and Content Marketing Presentation Transcript

  • The Convergence of Search, Social & Content MarketingArnie Kuenn - @ArnieKPresidentVertical MeasuresSan Francisco| August 13–17
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKAbout Your Presenter…• President of Vertical Measures – A Search, Social & Content Marketing Services Company• Instructor for the Content Marketing Institute & Online Marketing Institute
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK Tell You How to get it for FREE on Amazon – in a bit.
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK“content marketing”
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKBut is every SEO suddenly acontent marketing expert?
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKWhat Content Marketing is NOT
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKContent Marketing is a Continuous, Thought Out Process
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKThink Like a Publisher!
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKDevelop Your Strategy – Questions to Answer• Strategy will evolve through the whole process• Why are you creating the content you are creating?• Who is your audience?• Who are you? – Determine your “voice”• Have you taken an inventory of your current content?• What types of content will you create?• How will you develop your content?• When will you develop your content?
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK Develop Your Strategy (continued)• How will you promote your content?• What will you measure?• What does success look like?• What will your new content accomplish? – Customer Retention? – Lead Generation? – Thought Leadership? – Lower Customer Service Costs? – Open New Markets?
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKStart With Research
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKList all Content Ideas in a Spreadsheet Adjust strategy if necessary.
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKPut Together An Editorial Calendar
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKAddress Pricing / Cost
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKComparisons Showcase your product or service then compare and contrast to others.
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKFree Guides or Whitepapers
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKInterviews – Helps Make You the Expert
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKLists – People Still Love Them
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKVIDEOS – Not as Hard as You Think! Webinars Interviews Fun
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKThe Bottom Line…• If someone is pricing it – you should be addressing pricing• If someone is comparing it – you should be comparing it• If someone is asking it – you should be answering it• If someone is thinking it – you should be mentioning it• If someone has concerns – you should be tackling those concerns head-on
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKAll 8 Steps Matter
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK Want to be awesome atcontent marketing?
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKSimon Kelly
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKJoe Pulizzi
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKAnn Handley
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK John Deere The Original Content Marketer? He created “The Furrow” magazine – he was trying to educatefarmers on all the different technology changes that were going on at the turn of the century. He couldn’t do that through an ad, so he created a magazine!
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK Content Marketing Requires A Whole Different Expertise• Go to the conferences • Read the books • Follow the blogs
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK Remember!Every brand has a story to tell,THOSE WHO TELL IT BEST WILL WIN.
  • San Francisco | August 13–17, 2012 | #sessf @ArnieK Thank You!PAID FOR BY THE COALITION FOR BETTER WEB CONTENT APPROVED BY ARNIE KUENN
  • San Francisco | August 13–17, 2012 | #sessf @ArnieKMore Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com